1. BLUF (bottom line up front)
2. Lead with a single salient idea
3. Embrace the art of the start
4. Credibility is built on clarity
5. Mental models: Expand existing or create new ones
6. Swap facts for faith
7. Stories: Make them about one peson and one decision
8. Examples: Make them SOAR
9. Structure a complex narrative around a do-or-die decision
10. Shape the decision-frame through which people view facts
11. Direct attention with frames
12. Defining the battlefield frame: Make it a go-to technique
25. Pauses put power behind ideas
26. Voice is power
27. Align your body with your words
28. Keep your hands visible and useful
29. Ask better questions
30. llusion of explanatory depth bias: Work with it to counter objections
31. Control the frame without dominating the dialogue
32. Practice precision for spontaneous speaking
33. Focus on cultural drivers
34. Understand the cultural context of change
35. Culture: Adapt and code-switch
35 ways to lead with language
13. Speak in headlines
14. Repetition forges familiarity
15. Ironic rebound effect: Use it to create interest
16. Master the metaphor
17. Concrete language: Colors, taste, touch, sound, feeling words, and nouns
18. Abstract language: Use it carefully
19. Humanize data points
20. Connect first, lead second
21. Confident uncertainty: Show it
22. Presence: It's not about you, it's about the other
23. Speak in the present tense
24. Submissive language: Avoid it